This case study describes how the RAC in Western Australia improved its image to gain more members. View Summary

This case study describes how the RAC in Western Australia improved its image to gain more members.

In a competitive market, the RAC needed to refresh its image to stand out against its bigger spending rivals using a road safety issue as the brief.

Focusing on the common problem of driver inattention led to the invention of the Attention Powered Car, which was developed by neuroscientists, to respond to a driver's degree of attention - the car goes when attention is being paid and slows down when it is not.

This article examines the automobile 'super consumer' in India, defined as those who are interested in and purchase top-end variants. View Summary

This article examines the automobile 'super consumer' in India, defined as those who are interested in and purchase top-end variants.

Automobile super consumers are typically 25-35 year-old males, living in metro cities, and are affluent and successful professionals or business owners.

Super consumers constitute 35% of the car buying consumer segment and 40% of super consumers own more than one car.

The main reasons for opting for premium variants of car models are quality and convenience - installing accessories separately is both time-consuming and believe that the integration may be of a lower standard.

Marketers should recognise that the super consumer sees himself as modern, ambitious, special and a trendsetter, and seeks a vehicle that is more than just a means of transport but also is smart, premium, trustworthy, safe, trendy and world class.

3

How cars really get bought

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Rob Ellis, Market Leader, Quarter 2, 2015, pp. 42-44

This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model. View Summary

This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.

The study followed people through the entire car-buying process rather than conduct a simple post-purchase survey.

It tracked the effects of ads, the influence of test drives and the importance of word-of-mouth, dealers and online research.

The purchase funnel model was then replaced with a new image of the organic and evolving process of choosing a new car.

This event report explores how the "internet of things" - a trend embodied by smart homes and cars - will impact marketing, based on the views of several leading executives who attended CES 2015. View Summary

This event report explores how the "internet of things" - a trend embodied by smart homes and cars - will impact marketing, based on the views of several leading executives who attended CES 2015.

As more appliances throughout the home become connected, consumers will be able to switch between devices without thinking.

Technology will almost fade into the background, with the time consumers save becoming the new currency.

With cars growing increasingly automated, the chances for engaging and assisting consumers in their vehicles will multiply dramatically.

Managing the stream of big data this generates in ways that yield unique insights while also addressing privacy concerns will be a major priority for marketers.

This case study explains how Ford, the car manufacturer, used emotional advertising to attract new customers and increase its price point after rational appeals had pushed its price down in Europe. View Summary

This case study explains how Ford, the car manufacturer, used emotional advertising to attract new customers and increase its price point after rational appeals had pushed its price down in Europe.

The Ford brand had become a rational choice for price conscious buyers and transaction prices had dropped to -€1,500 below the mass market average.

The commercial objective was to increase transaction prices up to market norms in three years by attracting new customers.

Based on the insight that choosing and buying a car was mostly emotional, including the negotiation process, the strategy was to shift from facts to feelings.

The campaign increased brand desire and consideration across borders, attracted new customers and pushed transaction prices up to a €300 premium over the mass market.

6

Marketing cars: Car-buyer profiles

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Stephen Scales, Admap, June 2014, pp. 50-51

This article describes four consumer profiles for people buying cars based on different mixes of research and buying patterns. View Summary

This article describes four consumer profiles for people buying cars based on different mixes of research and buying patterns. The 'loyal researcher' (16%) buys the same make of car as they already have, following research into other cars. They are fairly sure of what they want but are curious to see what else is available. The 'loyal know-it-all' (11%) tends to be older, pretty sure what they want and spends little time on research. The 'disloyal researcher' (57%) has no compulsion to buy a particular make of car, and is happy to spend time researching possibilities. This group often makes a purchasing decision based on cost, including initial cost and running costs, and seeks out online and word of mouth reviews. 'Disloyal know-it-alls' (16%) know exactly what they want and make quick decisions, making them difficult for marketers to persuade.

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry. View Summary

The purpose of this research is to help better understand the effects of a productharm crisis on crisis and non-crisis brands’ customer perceived value and market competitive structure in the auto industry. The research first develops a fourdimensional customer perceived value (CPV) measure, and then uses the measure to collect data before, during and after the 2009–2010 Toyota product-harm crisis. These data are analysed and compared to investigate the impacts of the product crisis. The results show that the crisis can have a negative impact on the crisis brand’s CPV, and the impact from experienced customers is different to that from inexperienced customers. Some non-crisis brands with the same country of origin (COO) and similar product attributes to the crisis brand will also be negatively affected by the crisis. Moreover, brands with significantly higher CPV will benefit from the crisis. However, these impacts from the product crisis are short-lived and most of the brand’s CPV recovers in the post-crisis period to the pre-crisis level. The crisis also changes the competition rules of the product category by changing the weights of CPV dimensions across the pre-, during- and post-crisis periods. Therefore, all companies need to handle the product crisis carefully, so that they can adjust their strategy accordingly in the dynamic market. These findings have implications for understanding the influences of a productharm crisis. The managerial implications are also discussed.

8

Marketing cars: Driving digital success

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Antony Green, Admap, April 2014, pp. 10-12

This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features. View Summary

This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features. Automotive brands should also consider cognitive bias when designing online experiences; be creative in their use of technology; and pay attention to developments in the 'connected car', which has already led to some interesting partnerships.

This article discusses the main takeaways from the Consumer Electronics Show 2014, as provided by five leading members of the communications industry. View Summary

This article discusses the main takeaways from the Consumer Electronics Show 2014, as provided by five leading members of the communications industry. The main theme from the event was the emergence of the "connected life" - a thoroughgoing mixture of the connected home, the quantified self and wearable tech, and a trend transforming the digital possibilities for brands. Hyper-realistic games consoles, self-driving cars and light bulbs with built-in WiFi speakers were just some of the innovations playing into this idea. Among the main challenges for brands will be sorting through the mass of data made available, and successfully focusing on the most valuable information. Marketers must also ensure they do not abuse the opportunities presented by the connected consumer: rather than being invasive and intrusive, the goal must be to empower them and help solve problems.

10

Automotive in the UK: Are the wheels coming off for Generation Y?

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TNS, November 2013

This research looks into the differences in opinion about car ownership and usage between two generations in the UK, 18-29 years (Generation Y) and 30-45 years (Generation X). View Summary

This research looks into the differences in opinion about car ownership and usage between two generations in the UK, 18-29 years (Generation Y) and 30-45 years (Generation X). It shows that Generation Y consumers do not see car ownership as an important measure of success and are more likely to manage without a car. However, the research indicates that these consumers still want to drive and see the benefits of car ownership; it also suggests that it is likely to be the difference in lifestage between Generation Y and Generation X that is dictating ownership levels, with more of the younger Generation Y consumers being city-based, where public transport is quicker and cheaper. Moreover, both groups that live in cities are looking for alternatives to car ownership, such as through car sharing. The article includes suggestions for how to meet the needs of these city dwellers.

11

Adstats: Automotive adspend

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Warc Data, November 2013, pp. 48-49

This adstats article examines automotive adspend in the first half of 2013, finding that automotive is the fourth biggest sector in global adspend. View Summary

This adstats article examines automotive adspend in the first half of 2013, finding that automotive is the fourth biggest sector in global adspend.

North America accounts for 51% of automotive adspend, Asia-Pacific 22%, and Europe 19%.

Television accounts for the majority of adspend, except in Canada and Mexico where newspapers are dominant.

12

Big Data, Better Decisions: How does business intelligence drive change in the Chinese automotive market?

This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration. View Summary

This paper shows the process of generating an automotive customer repurchase model of customer relationship management in China, based on data warehousing after data integration. China has become the world's largest automotive market, but only in the new sales market. For most Original Equipment Manufacturers (OEMs) and dealers, new vehicle sales lead to a better market share and greater revenue, while after-sales deliver the main source of profit: after-sales profit margins are five to ten times higher than sales profit margins. Customer loyalty is key to avoiding customer churn and the model proposed in the paper offers a new solution for marketers to attract more customer loyalty in China's rapidly growing after-sales market.

13

Psychological Automotive Lifestyles: The analysis of automotive lifestyles to support targeting

This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. View Summary

This paper highlights a type of qualitative research that provides a detailed understanding of target groups of car owners. Car ownership, vehicle body types and car brands have specific relevance to consumers at different life stages, for different lifestyles and in different cultures. Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Concerning innovation planning, designing or communication and marketing, target customers have specific requirements, depending on their lifestyle and cultural background, which this paper discusses. Practical examples of research from Europe and Asia are described.

14

Grand Prix Research: The symbiotic relationship between the future winning automotive brand and their ideal research partner

This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners. View Summary

This paper examines how automotive companies are facing growing expectations to deliver innovation and a customer-centric approach, and the implications this holds for them and their market research partners. The paper covers theories about strategy, innovation and creative renewal, and the impact of the changing nature of global manufacturing and marketing along with the evolution of digital technologies. For example, developing economies are moving up the manufacturing rankings and recent advances have brought about internet-enabled, electric and driverless vehicles. The paper poses questions about what a car is today and whether it is being redefined as another digital platform. It also examines how brands, particularly Hyundai, are responding to the changes.

This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. View Summary

This report provides an analysis of the automotive brands that feature in Millward Brown's BrandZ rankings. It examines what has caused these car brands to change position in the table over time, with particular focus on the effects of the global recession, model recalls, social media effects and the new 'value-conscious' era. The report argues that financial success for car brands depends on being meaningful, different and salient, and describes how they can grow in value through fostering these properties.

This report presents findings from the AUTO BILD market barometer, a representative, annual study from Europe's biggest car magazine, which in 2012 focused on automotive "connectivity". Connectivity is being applied in three areas of the automotive industry: smart services for cars; creating efficiency and new business models; and meeting new consumer and societal demands. The research showed that few car buyers are familiar with the concept of connectivity, even though car manufacturers are putting great importance on it. However, respondents were more familiar with individual "smart" features that are available in cars, even if they did not associate them with the concept of connectivity. Other areas covered by the survey include openness to the connected car concept, the views specific to buyers of new cars with high purchase intention, price sensitivity and the expectations of the manufacturer. When considering the consumer groups that need to be won over to connectivity benefits, the article focuses on two segments: "established mid-agers" and "young urbans".

17

Reaching active auto shoppers

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USA TouchPoints, 2013

This USA TouchPoints analysis looks at the media usage habits of active automotive shoppers. The analysis reveals the importance of digital devices to car shoppers and suggests that as device penetrat... View Summary

This USA TouchPoints analysis looks at the media usage habits of active automotive shoppers. The analysis reveals the importance of digital devices to car shoppers and suggests that as device penetration continues to grow, the tablet has clear potential to reach car buyers and for brands to deliver a rich user experience.

18

The most important mobile trends for marketers

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Sarah Shearman, Event Reports, Mobile World Congress, February 2013

In this article, leading executives from Carat, Somo, R/GA and LBi discuss the key trends for marketers that emerged from Mobile World Congress 2013. View Summary

In this article, leading executives from Carat, Somo, R/GA and LBi discuss the key trends for marketers that emerged from Mobile World Congress 2013. Among the core areas of concern for the industry are the rise of connected cars and the "smart home", the emergence of new operating systems to challenge Apple and Google, and the development of an increasingly diverse range of wireless payment tools.

19

Marketing cars: Listen to the petrolheads

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Simon Hughes, Admap, February 2013, pp. 30-32

Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com. View Summary

Many consumers searching for household appliances are habitual car forum users, visiting the likes of PistonHeads.com to Mumsnet.com. They take advice from people they 'know' but have never actually physically met. Car lovers will stick with their favourite trusted sources for advice on everything from buying a new washing machine, to lawn mower or watch. Effectively they seek advice in what is essentially a 'virtual pub'. Cars are one of the most widely discussed products online, with owners comparing fuel economy figures, sharing stories and photos of road trips and even organising 'meets'. This article advises car marketers on how to reach out to these opinion formers without alienating the ranks of established journalists.

20

From the editor: Games, martians and monsters

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Colin Grimshaw, Admap, February 2013, pp. 3-3

A car is the second-most costly purchase most people will make and manufacturers spent around $45 billion on advertising cars in 2011. View Summary

A car is the second-most costly purchase most people will make and manufacturers spent around $45 billion on advertising cars in 2011. In this editorial from the February 2013 issue of Admap, the Focus of the changing face of car marketing is introduced. No longer are drivers enticed into the showroom for a test drive merely by watching a TV ad showing the car in action, they want to have the experience immediately. This can be achieved through digital executions such as a driving game created for Mercedes-Benz to target younger drivers for the launch of its new A-Class model. But in their efforts to appeal to wider audiences, car brands must be aware of the risks of brand stretch, as outlined in 'When a Porsche is not a Porsche'. This introduction also looks at the work of the legendary creative John Webster and the lessons planners can learn from his approach.

21

Marketing cars: Driving digital

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Don Bosco, Admap, February 2013, pp. 36-37

Digital media is key for reaching new car buyers in India, but with the array of information already on offer, this digital content must also be engaging at every level of interaction. View Summary

Digital media is key for reaching new car buyers in India, but with the array of information already on offer, this digital content must also be engaging at every level of interaction. Grey Digital India had this in mind when it was tasked with launching the new Volkswagen Jetta. It targeted its audience with the mantra of 'maximum knowledge, minimum effort', using various social media channels. First, it wanted to offer its target audience the opportunity to 'test-drive' the new model from the comfort of their own homes and did this with the development of a dedicated YouTube channel. It then essentially made the audience advertise the car themselves via the launch of a Twitter campaign, which showcased the extremes they would go to drive the new Jetta.

22

Marketing cars: Change media gear

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Nick Bull, Admap, February 2013, pp. 34-35

Car marketers can innovate in their communications by following the lead of the Coca-Cola Company and apportioning their marketing spend according to the 70:20:10 investment principle. View Summary

Car marketers can innovate in their communications by following the lead of the Coca-Cola Company and apportioning their marketing spend according to the 70:20:10 investment principle. This model, which has also worked for Google, can aid media planning by allocating resources to growing media channels such as mobile and social media. Although it shouldn't be considered a strict formula, it does allow some fixed proportion of spend to be regularly devoted to marketing innovation. Using examples from Kia and Volkswagen, this article explains the different allocations and how they can be used to help spread experimentation across brand and model portfolios across different countries.

This campaign aimed to reposition autoTRADER Canada as a digital business, where previously it had been seen as a print brand only. View Summary

This campaign aimed to reposition autoTRADER Canada as a digital business, where previously it had been seen as a print brand only. It was based on the insight that autoTRADER.ca (the website) had the largest car inventory in the country: the tagline was 'The Most Cars In One Place'. Media used included TV, radio, online banners and social media, with all spots emphasising the client's rich inventory. Since launch, traffic to the site rose 18%, and page views increased 76%.

Too often, brands design products and services of the future for the consumers of the present, but designing with the future in mind can bring benefits. View Summary

Too often, brands design products and services of the future for the consumers of the present, but designing with the future in mind can bring benefits. It is important to start with macro futures, understanding the driving forces of change that will define the future and this article uses the STEEP (Social, Technological, Economic, Environmental, Political) framework to look at an example of a business in the automotive sector. Even now, the sector is changing with new business models in the form of car-sharing services like Zipcar and others. The piece also explains the ideas of 'weak signals' 'constraints' and 'tensions' and how examining these closely can lead to territories of opportunity.

25

Life in the fast lane: Chinese auto path-to-purchase

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Andy Turton, Admap, October 2012, pp. 14-16

International car brands are increasingly looking towards the fast-growing Eastern markets to boost sales, but their outdated purchase models could undermine their attempts to capture a significant share of first-time car buyers. View Summary

International car brands are increasingly looking towards the fast-growing Eastern markets to boost sales, but their outdated purchase models could undermine their attempts to capture a significant share of first-time car buyers. Digital and social media has transformed the car-buying environment and, in response, TNS has piloted its new approach to mapping the journey of potential car buyers in The Automotive Path to Purchase Study in China. The study follows the same group of individuals through a four-month buying process. All had indicated that they intended to buy a vehicle from new within the next six months and the results indicate some surprisingly rapid decision-making.